They’re both known for their high-performance sports cars, but when Aston Martin and Lamborghini launch two of their most critical models ever, both in 2019, the focus of the two brands will shift to sport-utility vehicles.
If all goes according to plan, those two models, the Aston Martin DBX and the production version of the Lamborghini Urus concept, will generate at least 50% or more of their sales. But that’s far from precedent setting. Best known for sports cars like the 911 and the Boxster, it’s the Cayenne and Macan SUVs that already generate the biggest sales numbers for Porsche.
Super-premium utility vehicles are “going to be the hottest segment in the luxury market,” said Simon Sproule, the chief marketing officer for Aston. “As with the mainstream market, that’s what people want to drive.”